Barbie: A Case Study in Successful Brand Partnerships

The recently released Barbie film has taken the entertainment industry by storm, surpassing all expectations and generating an enormous amount of buzz and anticipation. As of July 25, 2023, Barbie has grossed an astonishing $214.1 million in the United States and Canada, and an additional $194.2 million in other territories, amassing a worldwide total of $408.3 million.

It comes as no surprise that it was described as a “record-breaking” box office success during its opening weekend, securing its place in history as a film that achieved such remarkable feats without relying on the crutches of being a sequel, remake, or superhero property.

The phenomenal success of Barbie can be primarily attributed to the incredibly savvy brand collaborations and partnerships that Mattel orchestrated in the lead-up to the film’s launch. By strategically aligning with other major brands that resonate with Barbie’s image and values, they managed to create synergistic campaigns that further reinforced Barbie’s iconic pop culture status.

In what analysts are hailing as a groundbreaking approach, the promotional campaigns for the Barbie film have managed to achieve an unprecedented level of hype for a branded IP. Mattel forged partnerships with over 90 promotional collaborators spanning diverse industries, including…